In sports terms, Qwest’s summer marketing campaign featuring four football personalities ended with a record of 3-1.
The loss, however, was a blow-out.
The Denver-based phone company teamed with new University of Colorado head football coach Dan Hawkins for a campaign that targeted people who have moved. Hawkins moved to Colorado from Idaho, where he was the head coach at Boise State.
The Hawkins era at CU has started disastrously. The team lost its first game of the season to Montana State, a Division I-AA school. The following week, CU lost to in-state rival Colorado State University for the first time in four years.
“The reason you use an endorser is to affiliate yourself with his or her success,” said marketing expert Bob Mazerov. “He has not had the level of success they would’ve hoped.”
The ads prominently featured Hawkins and stated that he was “one of thousands of fans who chose Qwest.”
Qwest estimated that 1.6 million households across the company’s 14-state region would change residences from May through September.
The ads are no longer running because moving season ended earlier this month, said Laura Sankey, Qwest vice president of corporate marketing and advertising.
Qwest was happy with its work with Hawkins, Sankey said. But she wouldn’t disclose whether the company plans to feature the coach in future ads. Qwest also has a separate two-year marketing deal with the university.
“We certainly wish the Buffs all the best,” Sankey said. “The reality is, the message was meant to say ‘if you’re coming into town or you’re making a move, you’d want to bundle with Qwest.”‘
The Qwest deal is the only endorsement contract for Hawkins that is independent of his 5-year deal with CU. The CU deal guarantees him at least $850,000 annually and includes some promotional work for Nike.
Companies always take a risk when they sign a celebrity endorser. Qwest lost the bet with Hawkins and should consider cutting ties with him, experts said.
“Why would you want your brand associated with a loser?” said Robert Passikoff, president of Brand Keys. “It’s one thing to be (New York Yankees manager) Joe Torre; it’s another thing to be the new coach for CU.”
CU assistant athletic director Dave Plati said “sponsors and companies are never quick to pull or back out of arranged deals” because of a poor start.
“They join in for the length of the deal or even the long haul,” Plati said in an e-mail. “I don’t have an example here in my 28 years where someone backed out because of a bad start.”
Qwest’s “movers” campaign wasn’t a total bust. The company also partnered with Arizona Cardinals quarterback Matt Leinart, Seattle Seahawks linebacker Julian Peterson and Minnesota Vikings offensive lineman Steve Hutchinson for ads in their respective markets.
The Seahawks and Vikings are off to good starts this season. And although Leinart is expected to remain a backup this year, the rookie played well during the preseason and the Cardinals look promising thus far.
Mazerov, principal of Denver-based Mazerov Miller Research & Marketing Strategy, praised Qwest for deciding to partner with different sports figures in each market.
“What they’ve done is limited the risk if there’s a problem in one market versus another,” Mazerov said. “They’ve done a great job of making it more relevant to that market.”
Despite his struggles, Hawkins’ image hit doesn’t compare to that of basketball star Kobe Bryant, who was accused of rape, and Tour de France winner Floyd Landis, who tested positive for high levels of testosterone, said Steve McKee of McKee Wallwork Cleveland Advertising in Albuquerque.
“It seems to me that a football coach losing some games is not that big of a deal,” McKee said.
Staff writer Andy Vuong can be reached at 303-954-1209 or avuong@denverpost.com.
Who’s starting and starring
Dan Hawkins, CU Buffs head football coach
Stumbled out of the gate with losses to Division I-AA Montana State and rival Colorado State University
Region for ads: Denver and Colorado Springs areas.
Matt Leinart, Arizona Cardinals quarterback
Leinart is a backup to starter Kurt Warner but played well during the preseason.
Region for ads: Phoenix and Salt Lake City areas.
Steve Hutchinson, Minnesota Vikings offensive lineman
The Vikings opened the season with consecutive wins, including a come-from-behind win against expected Super Bowl contender Carolina Panthers
Region for ads: Minneapolis area.
Julian Peterson, Seattle Seahawks linebacker
The defending NFC champs are expected to be a
Super Bowl contender again this season
Region for ads: Seattle and Portland areas.
